Don Ressler on the Creation of Fabletics
Don Ressler is a successful entrepreneur who has founded and co-founded various startups including Intelligent Beauty and its affiliates. Don Ressler is the chief executive officer of Intelligent Beauty, the co-founder of JustFab, Intermix, and founder of FitnessHeaven. According to Don Ressler, it is essential to find a trustworthy like-minded partner to grow the business. He is committed to building sustainable brands and maintaining the entrepreneurial spirit. Don Ressler’s first startup company was FitnessHeaven and after its purchase by Intermix Media in 2001, Don merged with the then 19-year old Intermix COO, Mr. Adam Goldenberg to form Alena Media, an advertising agency which harvested millions of profits.
Don and Adam Merge
In 2005, News Corp purchased Intermix. Adam and Ressler watched in frustration, the success of an organization they formed receiving media blackout. Since they were not tied to the company, the partners settled on exploring new talents. With their knowledge and skills in the marketing field, Adam Goldenberg and Don Ressler created a brand building Startup Company for autonomous execution. They gathered a team of former employees from Alena and facilitated a brainstorming session in Adam’s living room. Two weeks after the brainstorm session, Brand Ideas was established. It later became Intelligent Beauty.
SESNA JustFab and DERMSTORE
Brand Ideas’ first product was DERMSTORE, an online cosmetics and skin care marketplace. Two years after the building of DERMSTORE, Brand Ideas launched SESNA, a weight loss system, and Dr. Alan Hirsch was hired for product development. Brett Brewer, the founder of Intermix, was appointed the chief executive officer of SENSA. Intelligent Beauty hardly releases its financial statement, but word has it that it makes a lot of profit and in 2008; the organization accepted a funding of $43 million from Technology Crossover Ventures.
Intelligent Beauty launched a third company called JustFab, a fashion e-commerce retailer in 2010. In 2011, JustFab retailer received $33 million funding from Matrix Partners. In the same year, September 2011, Kimora Lee Simmons joined the company as President and Creative Director. JustFab of Don Ressler and Goldenberg had over four million employees by April 2012. The company organized for another fundraiser securing $76 million from Matrix Partners, Rho Ventures, Crossover Ventures and Intelligent Beauty, the parent company. JustFab started market seeking among parents and children because most of their designs targeted kids. JustFab acquired the children’s fashion subscription service and European fashion e-commerce site called The Fab Shoes in May 23rd, 2013.